Rejoinder—Think Theory Testing, Not Realism
Published Online:13 Apr 2009https://doi.org/10.1287/mksc.1090.0496
References
- Robust prediction and unrealistic assumptions. Marketing Sci. (2009) 28(5):999–1000Link, Google Scholar
- It's the findings, stupid, not the assumptions. Marketing Sci. (2007) 26(4):449–459Link, Google Scholar
- Relevancy is robust prediction, not alleged realism. Marketing Sci. (2009) 28(5):991–998Link, Google Scholar

